[Alpha Biz= Kim Jisun] Samsung Electronics has won a legal dispute against Chinese appliance maker TCL’s German subsidiary over allegedly misleading advertising of QLED televisions.

A German court ruled that TCL had promoted certain TV models as QLED products despite not properly applying quantum dot technology, determining that the advertising could mislead consumers. The court ordered TCL to immediately halt the advertisements.

According to industry sources on March 5, the Munich Regional Court I found that TCL’s promotion of products such as the “QLED 870” series as QLED TVs violated Germany’s Unfair Competition Act.

Under the ruling, TCL’s German subsidiary is prohibited from advertising or selling the models involved in the lawsuit—and other products using the same technology—as QLED televisions.

Samsung Electronics filed the lawsuit in April last year, demanding that TCL stop what it described as false QLED advertising.

The court noted that consumers purchasing QLED TVs expect enhanced color reproduction and image quality through quantum dot technology, compared with conventional LED TVs.

However, the judges concluded that the quantum dot diffuser plate used in TCL’s products does not contribute to improving color reproduction.

The International Electrotechnical Commission (IEC) defines QLED TVs as displays that enhance color reproduction by applying a quantum dot film between the blue backlight and the display panel. TCL Germany had argued that its products qualified as QLED TVs because a small amount of quantum dots was applied to the diffuser.

Industry observers say the ruling strengthens Samsung’s position in its technology and marketing competition with TCL, which has been rapidly expanding in the global TV market.

TCL recently surpassed Samsung in monthly global TV shipments in December, highlighting intensifying competition between Korean and Chinese TV makers.

The decision is also expected to influence related investigations by South Korea’s Fair Trade Commission and class-action lawsuits in North America over allegedly misleading QLED advertising by Chinese TV manufacturers.

TCL is currently facing class-action lawsuits in California and New York over QLED advertising claims. Similar lawsuits have also been filed against another Chinese TV manufacturer, Hisense, in states including New York and Illinois.

 

 

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